GROWTHSCOPE by J. Walter Thompson Mumbai for Birla Sun Life

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GROWTHSCOPE

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Industry Investments
Media Direct marketing
Market India
Agency J. Walter Thompson Mumbai
Executive Creative Director Tista Sen
Photographer Rohit Redekar
Released March 2009

Credits & Description

Category: Financial Products & Services
Advertiser: BIRLA SUN LIFE MUTUAL FUND
Product/Service: INVESTMENT FUND
Agency: JWT INDIA
Date of First Appearance: Mar 5 2009 12:00AM
Entrant Company: JWT INDIA, Mumbai, INDIA
Executive Creative Director: Tista Sen (JWT India)
Vice President & Senior Creative Director: Nandita Chalam (JWT India)
Senior Creative Director: Dipesh Kowarkar (JWT India)
Copy Supervisor: Dhaval Ramtirthkar (JWT India)
Creative Supervisor (Digital Imaging): Deepak Jadhav (JWT India)
Photographer: Rohit Redekar (JWT India)
Production Manager: Mukund Kapote (JWT India)
Client Services Director: Rajesh Nair (JWT India)
Chief Marketing Officer, Financial Services: Ajay Kakar (Aditya Birla Group)
Media placement: Direct Mailer - 2000 Kaleidoscope Direct Mailers were mailed out - 05/03/2009

Describe the brief/objective of the direct campaign.
The brief was to not merely convey but convince the investors that better returns will follow when you invest in Birla Sun Life Mutual Funds. The target group for this activity was a mix of High Net worth Individuals (HNIs) as well as potential high profile investors.

Explain why the creative execution was relevant to the product or service.
The design of a Kaleidoscope is such that the mirrors inside give an impression that the object inside has multiplied and grown in numbers. We found this property of multiplication most appropriate to demonstrate the benefits of investing in Birla Sun Life Mutual Funds which operates on the same principle of money growing.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
In a highly competitive market where almost every investment player promises growth of money we decided to win investors’ trust by giving them a real feel of money growing. A Kaleidoscope is familiar item and every Indian has come in contact with this object ever since their childhood days. We used the object’s intrinsic properties to showcase the growth. The month of March was carefully selected to send this innovative Direct Mail, as 31st March marks the end of the financial year in India.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In all 2000 Kaleidoscope Direct Mailers were sent in the month of March 2009. The response received exceeded our expectations by far and generated around 840 responses by the end of the month. In a category that’s fraught with uncertainties and risks, the overwhelming response clearly demonstrated that the Direct mailer had touched a chord with the consumers who now believe in the brand Birla Sun Life Mutual Fund.